Pubmatic Opens To Advertisers

This news likely crossed under the radar for many but yield optimizer, Pubmatic, took another step forward into the exchange model by allowing ad networks open API access - the ability to buy from its network of website publishers.

To date, yield optimizers have served member publishers by aggregating, and then testing (sometimes may also be called "time series analysis"), participating ad networks for the best possible CPM. And publishers have responded as Compete.com shows consistent traction for yield optimizers AdMeld, Pubmatic and Rubicon Project in unique visitors through January 2009:

Pubmatic offered the following in its release:

PubMatic said the move would also help ad networks expand ad targeting options and control over pricing and timing for campaigns. Higher quality campaigns and more targeted advertising would also help publishers better monetize their inventory.

This is another small, but important step for the ad exchange model as advertisers receive insight on media through the aggregation of shared publisher data by unique plug and play, exchange platform technology.

2 Comments

Hi,
This is Rajeev Goel, CEO of PubMatic. We're very excited about our API, which lets ad networks get access to inventory in a very fine-grained way. What we've seen so far is that this leads to a substantial increase in monetization for publishers: more liquidity = better pricing.

I did want to clarify one item in the title of your post - our API is only open to ad networks, not directly to advertisers/agencies. Ad networks are important partners for us, and we believe the ad networks are better positioned to provide services and value to advertisers/agencies.

Thanks for checking in, Rajeev. In the world of ad exchanges, ad networks are buyers and sellers of online media, as I'm sure you agree. In this case, I see ad networks filling the shoes of advertisers by buying through your API. Look forward to more from Pubmatic.